How often should I email marketing to SMB’s

What is the ideal frequency to send marketing emails to promote Self Serve advertising to SMB´s?

The ideal frequency of B2B marketing emails is as little as monthly, and as high as weekly, according to Coschedule, which sourced 20 studies. Here are some other tips on frequency:

1.  When Identifying the right frequency, track clicks, sales, and unsubs, not just opens. This is the best way to see whether you are sending enough emails or too many.

2.  Studies show a co-relation between frequency and sales

Studies did show that moving from high frequency, say multiple times per week, to a lower frequency, say weekly, increases response and lowers complaints in some cases.

Under-mailing however, is also undesirable. The majority of opt-in customers want at least monthly or weekly emails, according to ClickZ. Their data shows an insurance company that mailed once a year increased requests for quotes by 48% simply by adding frequency.

3.  B2C emails can be more frequent

B2C emails tend to be more frequent, say, several times a week, without losing sales and creating unsubs. 67% of B2C companies send emails 2-5 times per month. That would loosely fit a bi-weekly or weekly schedule.

4.  B2B mailings should be at least monthly, up to 5 times per month

       To test, send batches of 20 emails at three different frequencies for two months, then check clicks, unsubscribes, and sales, to find the “sweet spot.”

5. Make sure the mailings are valuable

       Even a weekly email has to be valuable to keep SMB´s interested. Emails that have special offers, seasonal prompts, marketing tips, and new information will drive conversions from weekly emails that otherwise may not test as well as say, twice a week. Borrow ideas from our 52 sample newsletters here.